HONG KONG: Texon International has rolled out an irreverent and
edgy brand campaign, which makes extensive use of its new pan-Hong Kong
outdoor network.
Its chief executive Shirley Dirkin said the outdoor operator is spending
another HKdollars 1 million (USdollars 128,000) outside its network to
run the campaign in print.
The decision to use its network has been driven by the growing incidence
of direct client approaches Texon has received in the past 12 months
since the deal with Kowloon Motor Bus (KMB) allows it to start offering
pan-Hong Kong coverage.
Dirkin added: "We are using our shelters to reach a diverse group of
marketing managers, from ones sitting in the industrial areas in Kowloon
to those sitting in Central."
M&C Saatchi developed the bilingual campaign which, Dirkin said,
reinforces the message that Texon offers advertisers greater impact for
the different target markets they need to reach.
Three executions have been created, each one addressing a local target
audience - teen couples, mahjong-playing housewives and mid-20s office
ladies.
The twist in the campaign is the contrasting characteristic of each
audience - the family-oriented housewife wants to run off with screen
idol Chow Yun Fat; the office lady who has a PhD and enjoys Hello Kitty
merchandise; and teens who want to marry, have kids yet remain young,
free and single.
"This campaign is about putting a personality and flesh to our image and
is an evolution of the campaigns we have run since rebranding Texon in
1998," said Dirkin.
Three bursts of the campaign are planned before year-end.
According to Dirkin, Texon has been able to go after a number of
first-time clients such as supermarket chain Wellcome, as well as
expanding into categories such as real estate, consumer goods, movies
and compact discs since it grew its network from 2,000 to about 3,500
bus panels through last year's KMB deal.
